{"title":"La customer satisfaction come strumento relazionale e di ascolto per una nuova pubblica amministrazione","authors":"Gerardo Metallo, M. Cuomo","doi":"10.1431/2777","DOIUrl":"https://doi.org/10.1431/2777","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124381404","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Commercio etico dei diamanti: iniziative normative o autoregolamentazione in un'ottica di network?","authors":"A. D. Chiara","doi":"10.1431/75386","DOIUrl":"https://doi.org/10.1431/75386","url":null,"abstract":"In this paper the author describes the difficulties related to the«ethical» diamonds, but at the same time analyzing the value of sociallyresponsible behavior, for small and medium firms too, strongly representedin this business.The ethical implications of the analyzed sector in reality are sharedby many other businesses, characterized by a separation of decisionmaking,concentrated in a few large firms of the developed countries,and operations / production activities, which prevails a highly fragmentationand location of production sites in emerging and developingcountries. This makes difficult and complex to control the entire chainand at the same time the failure of some international initiatives for thedissemination of ethical practices, is leading to the use to legal regulation,already present for this sector in some countries overseas. Thispaper presents an alternative to the construction of a gold chain, feasibleby small and medium-sized enterprises, but it must see involvednot only the companies, already accustomed to assumptions of liabilityin this business, but should co-opt many other economic actors, firmsof integrated chains and institutional stakeholders, in order to pursue aCrs strategy in a wider logic of network.The empirical investigation, proposed in the text, is exploratory andhas as its main objective the analysis of the sensitivity of producers andconsumers towards «ethical» jewelry.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127086745","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The shared value creation in the humanistic firm of Brunello Cucinelli","authors":"M. Napolitano, F. Fusco","doi":"10.1431/93968","DOIUrl":"https://doi.org/10.1431/93968","url":null,"abstract":"In recent decades corporate social responsibility attracted significant attention in the realm of management studies and was investigated as a strategic lever able to foster firms' competitiveness while creating a shared value for all relevant stakeholders. The present study proposes an in-depth analysis of Brunello Cucinelli, that perfectly embodies the concept of a socially responsible firm and also represents a story of success and pride of Made in Italy in the world. Therefore, this case study is used to explore the topic of corporate social responsibility as a strategic orientation able to influence corporate identity and culture but also to give products a unique and distinctive positioning.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127334130","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Quale messaggio pubblicitario: il grado di assimilazione attraverso l'analisi testuale","authors":"G. Casadei","doi":"10.1431/2335","DOIUrl":"https://doi.org/10.1431/2335","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125123072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"L'engagement del consumatore verso la marca: uno sguardo non convenzionale alla comunicazione","authors":"V. Franco","doi":"10.1431/35141","DOIUrl":"https://doi.org/10.1431/35141","url":null,"abstract":"Current rate of change is way faster than rate of understanding, adoption and implementation by brands and communication agencies. We learn from the recent present and transform empirical learnings into best practice and approaches for tomorrow's communication challenges. The way to connect, interact and build a relationship between brands and consumers is undergoing deep and disruptive changes. People relate to brands differently. Actually: from now on people will be able to make their thoughts about a brand very much heard. The original brand monologue is turning into a wide open dialogue. How should advertising work from now on? Most importantly: is advertising per se the way forward for building brand relationships? Or should we really start talking about wider communication approaches: turning listening and conversations into strategic communication tools for the brands of the future? Ultimately: what are the implications for communication? Storytelling is the tag-word for this paper. An attempt, from a communication practitioner (the insider point of view), to provide a meaningful framework to the how's and what's of the communication approaches currently being developed by agencies and clients. And Engagement is the paper's final destination: the new one-word best describing the essence and nature of the relationship brands and consumers should be moving forward from now on.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125789910","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Istituto Marangoni: il coraggio della coerenza per un posizionamento di eccellenza","authors":"Anna Zinola","doi":"10.1431/80832","DOIUrl":"https://doi.org/10.1431/80832","url":null,"abstract":"Istituto Marangoni, founded in 1935, is considered one of the elite fashion schools worldwide. The school is based in Milano, with major schools in London and Paris and a training centre in Shanghai. The school is acting in 2 areas: fashion studies (with both creative and business programmes) e design studies with creative programmes (only in Milano). The value proposition is the «Marangoniness», which has 4 pillars of distinctiveness, connected to each other in a perfect way: italianness, internationality, industry link, seductive school building appearance.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125945958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Image and Imaginary of Italy and Made in Italy in Some Emerging Markets","authors":"A. D. Nisco, M. Napolitano, Antonello D'Avino","doi":"10.1431/96473","DOIUrl":"https://doi.org/10.1431/96473","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126048987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Reti di imprese e internazionalizzazione: Il Buon Gusto Italiano","authors":"Alessandra Tzannis, E. Martinelli, C. Castiglioni","doi":"10.1431/100340","DOIUrl":"https://doi.org/10.1431/100340","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126054451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Nascita e successo di un nuovo business tra profitto ed etica: il caso Ecolog","authors":"R. Cetera","doi":"10.1431/20452","DOIUrl":"https://doi.org/10.1431/20452","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"26 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123273329","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"\"Consumo impegnato\" e politica dei prezzi","authors":"Béatrice Canel-Depitre","doi":"10.1431/8065","DOIUrl":"https://doi.org/10.1431/8065","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123511317","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}